calling a spade a rose
ONE THING THAT'S REALLY IMPORTANT WHEN SELLING PRODUCTS AND SERVICES IS DIFFERENTIATING OURSELVES FROM OTHERS IN OUR MARKET. A GREAT WAY TO DO THIS IS THROUGH OUR UNIQUE VALUE PROPOSITION (UVP).
I know, the term is a bit stiff. Another way to think of it is identifying what makes us unique and then boldly owning it in everything we do to brand and market our businesses. Does that feel better?
Regardless of what we call it, but let's stick with UVP for simplicity, it's the promise we make to our customers. The thing we communicate every day through our website, social media sites and other marketing materials.
It is our business vision brought to life... a statement that explains how we are different from everyone else in our market.
Our UVP essentially tells them why they should buy from us instead of from our competitors.
It takes some creativity to come up with a compelling one, but it's the biggest decision we'll ever make for our business. So... it's totally worth the time!
Here's why. No matter what product or service we're selling or to which audience, there are others doing the same thing, and we need to stand out.
We want our market to think of us when they need our products or services. Remember, one person's spade is another person's rose.
ELEMENTS OF A GOOD UVP
It specifically addresses the needs of our audience. It should demonstrate that our products and services are something they can't live without, that solves their problems, or makes their lives easier.
It's memorable. It has to stick in people's minds so that we're the one they think of when they need what we have to offer.
It connects with our buyers emotionally; speaking to the fears, worries, desires, and frustrations of our target buyers or fans.
Really important point >> If you're up against many competitors, you need an especially strong brand promise to cut through the noise. Even if you're the only game in town, you still need to create one that speaks to your audience.
It's not only about battling the competition, but also establishing your brand in the minds of your buyers and fans.
FAILING TO PLAN IS PLANNING TO FAIL
Amazingly, a majority of those who start their own businesses fail to create a compelling UVP. Nearly all of those who don't fail.
That's not to say that creating a brand promise that suits our business and speaks to our audience will automatically guarantee success. Not at all. Our products or services need to deliver on the promise that we're making. Otherwise, it won't get us very far.
TODAY'S KEY LESSON: CAPITALIZE ON THEIR MISTAKES
Our unique value proposition won't appear out of thin air. Since this is such an important decision, it's a process that takes time.
However, it's not difficult to come up with the right message if we follow certain steps. We need to pay attention to our market, check out our competitors, and analyze our products or services in order to find our unique selling points.
If we put in the time and refine as necessary, we can create the right brand promise for our businesses. Guaranteed.
HOMEWORK: set a baseline
Use the worksheet below to answer the following questions:
- Do you already have a unique value proposition?
- If yes, what is it? And how effective is it?
- If no, why not?
"The person who listens to their market the best is ultimately the one who will succeed." @andreasaidit has a great course on how to make your brand pop through your unique value prop. Want in? Go here >>
"You may think your product is unique, but does your market? Test and listen!" @andreasaidit is really making me challenge my assumptions with her course on how to make my brand pop. Don't miss out!
"You don’t have to do things better than your competition, you just have to do it your way." @andreasaidit is dropping great nuggets of knowledge in her course on how to make your brand pop. Check it out here >>